What 91Mobiles does

91Mobiles operates an Indian gadget discovery and price comparison platform headquartered in Gurgaon and founded in 2010 by co-founders Bharanidharan Viswanathan (CEO) and Nitin Mathur. The platform aggregates specifications, expert reviews, current retailer pricing, and benchmark data for mobile phones, laptops, tablets, televisions, and audio products, and self-describes as the 'Largest Gadget Discovery Site in India'. Coverage spans 4,786+ phones across 100+ brands, with 103 newly launched devices tracked in a recent three-month window, supported by an editorial team of roughly fourteen named contributors producing reviews, first impressions, news, web stories, and a localised Hindi news edition. The site is available in English, Hindi, and Bengali, with international extensions into Indonesia (91mobiles.com/id) and Vietnam (91mobiles.com/vn).

The technology stack is centred on a proprietary structured specifications database that powers a filter-based Phone Finder tool, a side-by-side Compare engine covering mobiles/tablets/laptops/TVs, and benchmark scoring that integrates AnTuTu and GeekBench results alongside a proprietary 91score rating system with separate Performance, Camera, Battery, Display, Software, and Value axes. A separate Mobile Specifications Database is exposed to third parties through a B2B API (api_services), and the platform maintains dedicated brand and chipset content hubs (Galaxy A Series, MediaTek Hub, Acer Hub, Amazon Central) that feed SEO-led organic discovery. No AI/ML capabilities are evidenced in the source data.

The business operates three monetisation streams: display advertising from smartphone OEMs and gadget brands (e.g., Samsung India homepage banner placements), affiliate referral fees routed to Amazon India and Flipkart via 'Go To Store' product page links, and B2B licensing of the Mobile Specifications Database API. The company has raised $1M from India Quotient (2014) and acquired PriceBaba in 2018; it operates with a reported 11-50 employee headcount and publishes formal annual reports.

Name

91Mobiles

Legal name

91mobiles.com

Website

https://91mobiles.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

91Mobiles is a privately held Indian gadget discovery platform that aggregates specifications, expert reviews, and current pricing for mobile phones, laptops, tablets, and televisions across India, Indonesia, and Vietnam.

Ownership category

akta.pro rank

Product category

Gadget Discovery and Price Comparison

NAICS

Electronics and Appliance Retailers (44921)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Gadget price comparison
• Mobile phone reviews
• Consumer electronics database
• Smartphone specifications platform
• Tech news website

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Display Advertising: Brand advertising on the site, including homepage banner placements from smartphone OEMs and other gadget brands (e.g., Samsung Galaxy Book6 Pro banner on the homepage linking to samsung.com/in). Revenue is generated from advertisers paying for high-visibility placements on the platform.
2. Affiliate Referral Fees: Monetisation via 'Go To Store' affiliate links that route purchase-intent traffic to e-commerce retailers such as Amazon.in and Flipkart. 91mobiles earns referral/affiliate commissions when users click through and purchase.
3. Mobile Specifications Database / API Licensing: B2B monetisation through the 'Mobile Specifications Database' (api_services) offered via the site footer, which lets third parties license access to 91mobiles-curated structured gadget specifications data via an API.

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

91mobiles operates India's largest free gadget discovery and price comparison website, providing structured specifications, expert reviews, side-by-side comparison tools, benchmark scores, and curated best-of lists across mobile phones, laptops, tablets, and televisions from 100+ brands. It monetises consumer purchase-intent traffic via affiliate links to Amazon.in and Flipkart, OEM display advertising on the platform, and B2B licensing of its structured Mobile Specifications Database through an API.

Product overview

91Mobiles is a single unified gadget discovery, price comparison, and content platform — branded as the "Largest Gadget Discovery Site in India" — rather than a multi-product SaaS suite. The platform centers on its Mobile Phones database and Phone Finder tool, supported by several tightly integrated modules: the Mobile Compare Tool (for side-by-side device comparisons across mobiles, tablets, laptops, and TVs), Smartphone Benchmarks, the Mobile Specifications Database (also exposed via an API at /api_services), and an extensive editorial layer of News & Reviews, Web Stories, and a localized Hindi News Section. Around this mobile-first core, 91Mobiles extends into adjacent gadget categories through parallel databases and finder tools — Laptops, TVs, Tablets, Audio (headphones/earphones/earbuds), and Wearables (smartwatches/fitness bands) — each with its own finder and curated Top 10 lists. The site also features dedicated brand/content Hubs (Galaxy A Series, MediaTek Hub, Acer Hub, Amazon Central) and a Smartphone Processors reference module, all of which feed back into the central discovery and comparison experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobile Phones Database Central database of mobile phones available in India with prices, specifications, photos, expert reviews, and user ratings, covering all major brands and price segments. Targets Indian consumers researching smartphone purchases.
• Phone Finder Tool Interactive recommendation tool that helps users find mobile phones matching their budget, preferred brand, and specification requirements through multi-facet filtering. Targets Indian smartphone buyers self-directing their purchase research.
• Mobile Compare Tool Side-by-side comparison tool for mobile phones, tablets, laptops, and TVs that lets users evaluate specifications, features, benchmark scores, and prices of two or more devices. Targets Indian gadget buyers evaluating alternatives.
• Mobile Specifications Database API B2B API that exposes 91mobiles-curated structured mobile phone specifications, prices, and benchmark data to third-party developers and partners. Targets businesses needing a reliable, structured source of mobile phone specifications data for their own products.
• News & Reviews Editorial Hub Editorial section featuring the latest gadget news, in-depth reviews, opinion pieces, and updates on mobile phones, laptops, TVs, and other consumer electronics, produced by a named-author editorial team. Targets Indian tech enthusiasts and gadget buyers.
• Laptops Database Database of laptops available in India with prices, specifications, expert reviews, and curated lists of best laptops by price range, brand, and use case, complemented by a dedicated Laptop Finder tool. Targets Indian laptop buyers.
• TVs Database Database of televisions available in India (LED, Smart, OLED) with screen size filters, brand listings, and price-based curated lists, complemented by a TV Finder tool. Targets Indian TV buyers.
• Tablets Database Database of tablets available in India with prices, specifications, expert reviews, and curated lists of best tablets by price range, complemented by a Tablet Finder tool. Targets Indian tablet buyers.
• Hindi News Section Localized Hindi-language news and reviews covering mobile phone launches, specifications, leaks, and technology updates for the Indian Hindi-speaking audience. Targets Hindi-speaking Indian consumers and tech enthusiasts.

Quantifiable outcome

• 4,786+ phone specifications in the Phone Finder database
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Amazon India (Amazon.in)flagshipChannel Partner/ Reseller/ DistributorAmazon India is a key distribution partner surfaced across 91mobiles product pages. The site displays Amazon badges and 'Go To Store' affiliate links to Amazon.in on most product detail and listing pages (e.g., Xiaomi Redmi Turbo 5, realme P4 Power, Motorola Signature), routing purchase intent from 91mobiles users to Amazon India.
• FlipkartflagshipChannel Partner/ Reseller/ DistributorFlipkart is a key Indian e-commerce retail partner, surfaced on 91mobiles product pages (e.g., realme P4 Power, other listing pages) via Flipkart-branded 'Go To Store' affiliate links that send purchase-intent users to Flipkart.
• Samsung IndiacoreGTM or Marketing PartnerSamsung India is featured as a paid brand placement on the 91mobiles homepage, with a Samsung Galaxy Book6 Pro NP960XJG-KG4 banner linking to samsung.com/in/galaxy-campus-connect, indicating a display-advertising relationship between 91mobiles and Samsung for promotional inventory on the platform.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MySmartPrice: MySmartPrice is an Indian gadget discovery and price comparison platform covering mobiles, laptops, TVs, and other electronics, with affiliate links to e-commerce retailers. It directly competes with 91mobiles for Indian mobile phone buyer intent and OEM ad budgets.
• Smartprix: Smartprix is an Indian gadget comparison and specifications site covering smartphones, laptops, tablets, and wearables, with side-by-side comparison tools and affiliate monetisation. It is one of the closest functional competitors to 91mobiles in the Indian mobile research vertical.
• GSMArena: GSMArena is the global leader in mobile phone specifications databases, reviews, and news, and competes with 91mobiles for both Indian mobile phone research traffic and OEM display advertising spend in the region.
• NDTV Gadgets 360: NDTV Gadgets 360 is a large Indian consumer tech media property covering mobile reviews, comparisons, and news with significant editorial scale. It competes with 91mobiles for Indian tech buyer attention and OEM/retailer advertising revenue.
• Digit: Digit is a long-established Indian technology media brand (part of the 9.9 Group) covering gadget reviews, comparisons, and buying guides. It is a comparable Indian-language-agnostic gadget discovery and review destination competing for similar audiences and advertiser budgets.
• Beebom: Beebom is an Indian tech media outlet producing in-depth gadget reviews, comparisons, and explainers with strong YouTube and social distribution. It overlaps with 91mobiles on mobile reviews, comparison content, and OEM marketing relationships.

Others

• 91mobiles (PriceBaba): PriceBaba was acquired by 91mobiles in September 2018 and operated an Indian mobile price comparison platform. It is now part of the same corporate entity but historically was a direct competitor in the same mobile price comparison niche.

Broad incumbents

• PhoneArena: PhoneArena is an established global mobile phone reviews, specs, and news site. It competes for OEM display advertising and offers a comparable specs/comparison product experience, though at a global rather than India-specific scale.

Emerging players

• Versus: Versus is a global gadget comparison platform that aggregates specifications and renders side-by-side product comparisons across categories. It is comparable to 91mobiles' Compare tool in functionality and competes for the same brand-comparison search intent.

Regional players

• Kimovil: Kimovil is a mobile phone specs and price comparison platform focused on global and emerging markets. It is comparable to 91mobiles in product category and monetisation model, but with primary traction in Europe and Latin America rather than India.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/91mobiles
• Facebookfacebook.com/91mobiles
• LinkedInlinkedin.com/company/91mobiles

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 91Mobiles